As Executive Vice President of Sales & Marketing for GF Hotels & Resorts, Becky leads the company’s commercial strategy across sales, marketing, revenue optimization, and business development initiatives. She works closely with ownership groups, brand partners, and hotel leadership teams to drive top-line revenue growth, strengthen market positioning, and maximize asset performance. Known for her collaborative leadership style, Becky is passionate about developing talent and fostering a culture of accountability, innovation, and continuous improvement. She believes the strongest commercial results are achieved by empowering hotel teams with the tools, resources, and strategic support needed for success.
With nearly three decades of hospitality experience, Becky has built her career through progressive leadership roles spanning hotel operations, property-level sales, regional oversight, and executive commercial leadership. Beginning her career at the front desk and advancing through every level of hotel sales, she brings a practical, hands-on understanding of hotel operations and the challenges faced by on-property teams. Throughout her career, Becky has led commercial organizations representing Marriott, Hilton, IHG, Hyatt, and independent hotels, overseeing large and geographically diverse portfolios. She has played a key role in developing enterprise sales strategies, implementing performance standards, strengthening owner and brand relationships, leading organizational transformation initiatives, and supporting new hotel acquisitions, transitions, and development projects.
Becky resides in Greensboro, North Carolina. Outside of work, she enjoys traveling and spending time with family, friends, and her two dogs. A lifelong Pittsburgh Steelers fan, she also enjoys cheering on her favorite team throughout the football season.
PREFERRED METHOD OF CONTACT | EMAIL: VEALEYB@GFHOTELS.COM
